MR ANDREA MORO

Language skill: English (Fluent), French (Basic), Italian (Mother tongue)

Personal statement

Passionate about new marketing tactics/tools, data and analytics, over the past 18 years I have gained a

substantial grasp of the entire digital ecosystem.

User's satisfaction finalised to acquisition, conversion and retention is my primary focus I pursue wearing

mainly the SEO hat, whose strategies are integrated with PPC, email marketing and social whenever

required.

Always striving for excellence, I do everything with dedication and devotion regardless I am working

independently or as part of a team. I love challenging the tools I use and also regularly benchmark my

progresses so to adjust the strategies used.

Immediately available due to redundancy, I would like to work in a dynamic, friendly and open-mind company

that genuinely believe in the web, and that could offer new opportunities to learn new things.

Awards

• •

2014 – IDM Diploma in Digital Marketing 2011, Google Analytics Qualification

• •

2009 - 2013, Google Top Contributor 2010, IDM Certificate in Digital Marketing

Core skills

• Conduct website audits, keyword selection, competitors research;

• Execute on-page (for both desktop and mobile) & off-page optimisation;

• Public relationship to improve brand awareness and manage online reputation;

• Setup and manage web analytics accounts finalised to CRO (Google Analytics, KissMetrics);

• Sketch wireframes and prototypes to improve the site Information Architecture;

• Implement A/B tests using tools like Optimizely;

• Multichannel SEO integration (e.g. PPC, email) and medium size PPC campaigns management;

• Create reports to discuss KPI and performances (using Excel or dashboards like Geckoboard);

• Coding skills for automating repetitive tasks and interacting with API (JSON/REST); competent in using

scraping tools for creating useful datasets;

Working Experience

Aug ‘14 – Feb ’15 Growth Hacker FOODit Ltd - London – UK

Worked with a vibrant food related SAAS start-up in a cross-functional role where testing and learning were

constantly blended to help growing the business.

Part of the product management team, I provided tactical support in a number of domains including SEO,

Social Media, Email marketing and conversion optimisation.

Achievements:

• Redesigned part of the customer onboarding process to facilitate restaurants websites activations;

• By fixing several SEO issues, organic traffic roughly increased by 10%;

• Designed and automated an internal performance dashboard using Geckoboard and Python;

• Implemented a Google Analytics roll-up account to collect traffic insights previously unavailable;

• Built prolific relationships with customers that were investing no time to grow their business online;

Jul 2013 – to date SEO Technical Specialist / Growth Hacker Freelancing

Devising SMEs with strategies to boost online visibility and organic traffic, using a closed loop methodology

to ensure constant deliverables and results monitoring proactively recommending customers whenever

required.

078**-****** acolwy@r.postjobfree.com http://uk.linkedin.com/in/moroandrea

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Services offered:

• Websites in-depth analysis and audits (e.g. technical, keyword, backlink review, competitors)

• Collate and implement SEO plans that fits in multichannel strategies;

• Hands-on to support the technical implementation of strategies devised;

• Help the marketing team creating content both on site and social media;

• Use insights from the customer web analysis packages to implement behavioural marketing strategy;

• Support the conversion optimisation arranging usability tests and reviewing the user experience

workflow;

March ‘14 – August ‘14 European SEO Manager ServiceMagic Ltd - London

Responsible for the SEO operations of 4 websites operating in the UK and French market, including the

content marketing strategy and the copywriters team management. Managed the Google Analytics accounts.

Achievements:

• Collated over 150 SEO tickets; implementing of 45 of them resulted in a 2%

WoW organic traffic grow;

• Helped 1 French website to recover from Google Panda 4.0 penalisation

raised in May 2014;

• In tandem with the UX team I mocked up the new information architecture for

the French site;

• Created an automated Excel dashboard to properly track company KPIs;

• Coded a PHP solution for the WP sites implementing a proper taxonomy for

leveraging organic traffic;

Reason for leaving: Company relocated thus increasing commuting by 2 hours each way.

Jul ‘13 – March ‘14 SEO Manager W3DMUK - London

Outlined the SEO strategy and provided tech support for code re-factoring to improve organic performance.

Achievements:

• Compiled an SEO plan to facilitate customer acquisition on a site operating in 38 countries / 12

languages;

• Wrote over 100 technical AGILE SEO request of changes to re-align sites to SEs guidelines;

• Compiled a throughout analysis with recommendation to remove a Google Penguin penalisation;

Reason for leaving: Unable to execute the strategy because company did not provide resources.

Jul ‘09 – Jul ‘13 Google Webmaster Top Contributor & Evangeliser Google – USA

A non-paid collaboration offered from Google to help evangelizing SEO best practices whilst moderating their

webmasters forum. Regularly liaising with users’ requests, user confidence level has been improved instilling

openness and transparency. Regular meeting with the Google’s Quality Search Team.

Jun ‘11 – July ‘13 Head of SEO Harvest Digital – London

Orchestrated customers’ SEO strategies and supported business development looking after the department

profitability. Hands-on responsibility for all deliverables for a year. Later built and structured a team of 5.

Achievements:

• Sage One ranked first page for non-branded keywords after 3 months with a £5K on-going campaign.

078**-****** acolwy@r.postjobfree.com http://uk.linkedin.com/in/moroandrea

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• Stannah Stairlift organic exposure spiked up to 45 keywords with a n on-going monthly campaign of

£9k.

• Premier Bathroom customer base grew by 3%+ using a white-hat ethically driven link-building

campaign;

Feb ‘10 – Jun ‘11 Senior SEO Account Manager Universal McCann / Reprise Media – London

Managed a portfolio of international clients like Microsoft, Burberry, SunPower, Verizon and Exxon Mobil,

providing SEO guidance and hands-on activities on tight deadlines whilst managing a team of two.

Achievements:

• MSDN UK organic traffic grew by 150% with a £5K monthly link building campaign

delivered in 5 months;

• Burberry site migration to a new site whilst implementing the best SEO practices

with a £50k project;

Sep ‘09 – Jan ‘10 Senior Search Engineer Intelligent Positioning Ltd - Wheathampstead

Reporting to the SEO Team Leader, I supported blue-chip customers like AXA IM, Sky UK, Voicenet

Solutions and Borro by doing SEO audits and providing recommendations discussed face-to-face with

customers.

Other working experiences

Nov 2008 – Aug 2009 SEO Executive Internet 3C Ltd - UK

Apr 2002 – Aug 2009 Operations Director / Front End Web Designer Web-MA - Italy

Jan 2000 – Apr 2002 VB & Web Project Manager / Developer Spark - Italy

Dec 1998 – Nov 1999 Web Developer / Web Master Italian Foreign Affair Ministry Office - Italy

Apr 1998 – Nov 1998 NT System Administrator Senior Enel - Italy

Nov 1997 – Apr 1998 Hardware technician Siemens - Italy

Other I.T. Skills

Analytics & A/B testing: Google Analytics (Excellent), KISSmetrics, Heap & Optimizely (Intermediate)

Querying Database: Google BigQuery and SQL Server (Intermediate), Oracle (basic)

Social media tools: HootSuite, Buffer, IFTTT, Yahoo Pipes (Excellent)

Web development: HTML, CSS (Excellent) and JavaScript (Intermediate);

Web-site mock-up with Adobe Photoshop / Illustrator (Basilar);

Office suite: Microsoft Office and Google Docs (Proficient).

CMS and SSG: Wordpress (Excellent) and Drupal (Basic); MiddleMan and Pelican (Intermediate).

Coding: HTML & CSS (fluent), JavaScript (intermediate), Python and PHP (basic);

Microsoft .net and legacy technologies (intermediate);

Other skills: Windows PC and Server set up, repair and administration (Excellent).

Video editing with Adobe Premiere (Basic);

Configure and manage IIS and Apache web servers (Intermediate);

Education

• •

2013/14, remote one-to-one English lessons 1999/2001, 2004/08, WSI Language School -

• Italy

2013, Improving English Writing Skills course

•

• 1997, Upper Intermediate English course –

2011/12, Toastmaster Conversation club

USA

• 2011, Google Analytics Individual Training

• 1996, I.P.S.S.A.R. Diploma (A Level) – Rome

• 2010/2011, IDM Marketing Course – London

(Italy)

Interests:

Food lovers and traveller, I’d like exploring new places and new gastro-delicacy, whilst taking photos and

leaving online reviews. I also like reading and going to the cinema.

I love talk about digital marketing and educate people about the web best practices, whilst evangelising SEO

throughout my blog, forums and related sites.

078**-****** acolwy@r.postjobfree.com http://uk.linkedin.com/in/moroandrea

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